Magic Moments vodka has launched a new campaign featuring actor Kriti Sanon with its music video ‘Ishaara Samajh Le’. The film shows a day unfolding naturally, guided by instinct and unspoken signals.
Set against a music-driven backdrop, the film shows Kriti Sanon in spontaneous scenes, including toasts and dance moments. The narrative uses gestures, rhythm, and mood, with the track’s hook line “Ishaara Samajh Le” urging viewers to stay present and follow the moment.
The music video was created in collaboration with VML and produced by Hogarth Films. It is part of Magic Moments’ 360-degree marketing campaign, which began on digital platforms and is now expanding to retail, theatres, new media, and TV-on-the-go activations.
“This campaign represents a turning point in how we communicate the spirit of Magic Moments”, said Abhishek Khaitan, managing director, Radico Khaitan “As the world of celebration evolves, we are seeing a shift from grand occasions to more personal, instinctive expressions of joy. Through this film, we are not just elevating the brand’s style and identity, we are aligning it with a mindset that celebrates authenticity, emotion, and freedom. It is a direction that feels both relevant and true to who we are.”
Speaking on the campaign, Amar Sinha, chief operating officer at Radico Khaitan, stated, “We wanted the campaign to feel like a mood, not a scripted sequence, but a visual rhythm that people can relate to. From the soundscape to the recurring line ‘Ishaara Samajh Le’, every element reflects how today’s generation finds meaning in the everyday. Kriti brings a natural sense of ease and energy that grounds the film, making the brand’s message feel fresh, emotional, and modern.”
On being part of the campaign, Kriti Sanon shared, “This campaign brings alive those unplanned sparks of joy, the moments you don’t script. ‘Ishaara Samajh Le’ captures that beautifully, reminding us to stay open and present. Magic Moments as a brand stands for that same spirit - embracing life’s surprises. It's been a joy to be part of a campaign that celebrates authenticity in every sip and scene.”
Nakul Sharma and Tirtha Ghosh,executive creative director and VP, VML added, “We have aimed to create something much larger than just a film, it’s a cultural cue that speaks to the way today’s generation chooses to celebrate. The music video, with its catchy hook and peppy rhythm, is designed to become part of everyday life, encouraging people to recognise and embrace spontaneous moments of joy. Whether it’s a casual get-together, a road trip, or simply an unplanned dance break, we wanted this track to naturally find its place in those personal, unscripted celebrations.”
The campaign started with a digital-first approach and is now expanding to retail, theatres, new media, and TV-on-the-go platforms to reach consumers across multiple touchpoints.
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